Reese's Fans Scream 'It's Lava Time, Baby!' for Big Game Ad
Rhea-AI Summary
Reese's, the #1 candy franchise in the US, is returning to the Big Game with a new 30-second advertisement promoting their Reese's Chocolate Lava Big Cup. The humorous ad, created by Erich & Kallman, features a park ranger reporting from an active volcano where enthusiastic fans attempt to taste actual lava, leading to a public service announcement: 'Don't eat lava. Eat Reese's Chocolate Lava.'
The campaign includes several promotional activities: a voice-activated volcano installation at New Orleans' Riverwalk Outlets offering free product samples, a partnership with the New Heights podcast featuring the Kelce brothers, and Barstool Sports live coverage from New Orleans. The Reese's Chocolate Lava Big Cup is currently available nationwide in standard and king sizes, with a new snack size option launching in March.
Positive
- Product expansion with new Chocolate Lava Big Cup variant
- High-profile marketing campaign during the Big Game
- Strategic partnerships with popular sports personalities and media outlets
- Nationwide product availability with upcoming size extension
Negative
- None.
News Market Reaction – HSY
On the day this news was published, HSY declined 1.90%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Hey, PSA: Don't Eat Lava. Eat Reese's Chocolate Lava.
Don't eat lava. Eat Reese's Chocolate Lava Big Cup instead.
When Reese's fans are involved, there's no volcano they won't climb to get their hands on their favorite treats – especially the new Reese's Chocolate Lava Big Cup. To capture this sheer excitement, the brand is back in the Big Game with a new ad with its signature humor. In the :30s spot created by Erich & Kallman, a concerned park ranger reports live from the site of an active volcano where Reese's fans are going to extreme lengths to get their hands and taste buds on the lava flow. As passion builds, a team of park rangers rein in the mayhem – saving grandma from scootering into the lava – and clearing the confusion: Don't. Eat. Lava. Eat ooey-gooey Chocolate Lava. Classic mix-up, fans.
"There's nothing better than seeing our fans go wild over new flavor additions to the classic Reese's chocolate and peanut butter combo," said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company. "The Big Game is the perfect stage to showcase our fan's energy – whether that be from the top of a volcano or on the couch during football Sunday."
It's Lava Time, Baby – All Week Long
To build upon last year's Big Game success, this year, the brand is bringing its ad out of the big screen and taking fan engagement to new heights (literally) in the lead up to the most active stage in sports and media.
- Shout "It's Lava Time, Baby!" at Reese's Voice Activated Volcano at the Riverwalk Outlets (500 Port of New Orleans Pl,
New Orleans, LA 70130) on Tuesday, February 4 and receive a free Reese's Chocolate Lava Big Cup. - Snack on Reese's with the Kelce brothers all week long as we celebrate the start of our year-long partnership with the New Heights podcast and pop-up on Jason's ESPN show, "They Call it Late Night" in the lead-up to the Big Game.
- Stream (and listen to) Barstool Sports live from NOLA. Your favorite unapologetic hosts across Barstool's live podcasts and digital shows will match Reese's fans' unapologetic love for chocolate lava. If you're not already, follow Barstool Sports' shows and personalities on social media and don't miss Reese's real life Chocolate Volcano.
Don't Want to Visit a Volcano to Experience the Lava?
No worries, Reese's Chocolate Lava Big Cup is available in standard and king sizes at retailers nationwide. Stock up NOW and keep your eyes open for a new snack size option coming to shelves this March…
JUST REMEMBER: DON'T EAT LAVA. EAT REESE'S CHOCOLATE LAVA.
Follow along for everything about the Reese's brand on Instagram and Facebook.
About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry-leading snacks company known for making more moments of goodness through its iconic brands, remarkable people and enduring commitment to doing the right thing for its people, planet, and communities.
For over 130 years, Hershey has been committed to operating fairly, ethically and sustainably. The candy and snack maker's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through equitable access to education.
To learn more visit www.thehersheycompany.com.
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SOURCE The Hershey Company
FAQ
When will the new Reese's Chocolate Lava Big Cup snack size be available?
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What sizes are available for the Reese's Chocolate Lava Big Cup?
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